Social Media Training: Facebook: Beginner to Advanced

By

Melanie Boylan, Director

STOMP Marketing & PR

Overview • Who Am I?

• Facebook Beginners – How to Set Up a Page – Vanity URL – Be found

– Why fill in the details?

• Facebook Intermediate – How to Run a Page – Content Planning

– Ask Questions, interest your Likers

• Facebook Advanced – How to make it Run Itself… – Scheduling

– The Value of Posting as Your Page

• Questions

Who am I?

• Started STOMP to offer social media support to local business and charities

• I fill in the gaps in your knowledge!

• I show you Time Management methods

• Content Planning and Support

• Find my website at www.stomp.ie

Basic Facebook Concepts – Where to Start

Things to remember from Beginner to Advanced

From the Beginning….

• To have a professional looking page: – You must have an image of your Church/Parish – Regular content that matches your ethos – general idea of your audience

• Now you need to fill your new/existing page with content

It’s VITAL your page is in compliance with Facebook T&C’s

Use Facebook Personal Pages for Business

The 1 Simple Step to get your FB Page Closed……..

How to Start • Open your Personal

Facebook Page

• Click on FB icon to go to your Newsfeed

• Look down the left of your page and CLICK: • Create Group or Create

Page

• The best page for you would be a Page

How to Start

Select Local Business Complete all the sections!

Then enter the main page

and complete all the sections in About

Once your page is loaded it will appear in the top right hand corner of your Profile

Claim your Vanity URL

• Makes you easier to find in FB search

• Easier to add to promotional flyers, etc

• Adds to your overall SEO

Things to note

Intermediate Facebook Skills For the discerning Administrator

Content and Planning

• Plan ahead with your content

• Google search Content Calendar/Planner for numerous FREE ones!

• Don’t be rigid!

Content Strategy

Wikipedia: Content strategy refers to the planning, development, and management of content—written or in other media

1. Prepare 3 Month segments

2. Remember to allow time to promote and review

3. Allow people to comment, get feedback!

4. Links to main COI website (if relevant)

5. Remember to thank committee/parishioners (their value)

Make a Habit of doing…

• Regularly change your header / profile image

• Make sure no contact info is in your header

• Complete all sections of your About Page (changes?)

• Make use of Milestones

• Add Videos, Events and Notes (VEN)

• Like other Pages as your Page

Basics

• Page from Personal Profile or from the arrow!

• Manage pages = Top / Most Recent Stories (NF)

• Comment on and Like posts as Parish Page

• Schedule posts on Facebook or elsewhere

• Be interesting to your Likers

• Show personality

• Make this routine!

20/80

Basics (cont)

• Use relevant # - but not too often!

• Be visual, it works! (Original Pix and Videos)

• Talk about events, meetings, etc………

Handy Tips

• Switch off notifications on individual posts

• CTA Button can direct people to a website

• Regularly check your privacy settings

• Location on your iPhone settings, privacy, location

services on then select what you want to allow (nearby friends)

• Hide ads in newsfeed

• Overly promotional content! (Hide posts)

Handy Tips (cont)

• All Fan Pages can add Events and Files

• View your Activity Log

• Manage tabs

Advanced Facebook

Understanding Facebook, better than you did an hour ago…

Things that save time!

You would have seen these several times on others newsfeeds but are they for you?

• Post Planner

• Sumall

• Postcron

• Buffer

• Hootsuite

• Facebook

These can all be Googled and you may find them of use for future reference. All of them have FREE options!

What to Post

• Blogs – link from the COI website

• Share Others Peoples Content

• Images – original pictures! - Staff stories including yours

- Events / Meetings

- Bishops Appeal or Partner Updates

• Text – More personal

• Use Insights - Search to see what your fans like and then measure the response

When to Post

Using insights is FREE!

Summary

• When are your fans on your Page?

• Look when your posts are better received?

• You can export reports to Excel for better analysis

When to post (cont)

You need to… • Have a clear goal (event promo) • Monitor your results • Watch for negative feedback

3 things that are measured • Affinity (popularity) • Weight (relevance) • Time decay (timely)

= More engagement, more weight

Types of Post • Pin a Post

This is a great way to keep a post up on your page for a short time. It will only stay up for a maximum of 7 days and then goes back to the date it was created

• Highlight a Post

Highlighting a post USED to be a good way to promote a post, but now that FB has “boost post” its ultimately redundant

• Target/Boost a Post

This is something you can do individually and send to your Likers

Please check the Handouts that will be emailed out to you for useful Links

Facebook Ads

There are 2 lines of thought on these!

1. They work because they are targeted and now more visible than ever as it shows in the newsfeed

2. They are spectacular to use until you stop paying for them and you can develop a reliance on them

People can add lots of Likes to their page and actually drop engagement, be careful how you promote and always remember to engage!

Facebook Ads (cont) Facebook is no longer ‘organically’ sharing overly-promotional posts • Posts that solely push people to buy a product / install an app • Posts that push people to enter promotions and sweepstakes

with no real context • Posts that reuse the exact same content from ads “According to people we surveyed, there are some consistent traits that make organic posts feel too promotional:

Source: http://topdogsocialmedia.com/facebook-organic-reach-2015/

Have a 2 pronged approach!

• Pay for some ads

• Post less often, higher quality posts

The Nitty Gritty

• Page Roles: Always get a second Admin

• Like and Post on other pages regularly

• Maybe Parishioners Good News?

• Keep it local!

• Share seasonal and up-to-date content

• Make as many pictures as possible original!

Any Questions??

Further Information

Visit my website www.stomp.ie

Phone: 085 286 0502

1-2-1, Face to Face Training in Wicklow and beyond*

“Don’t get stumped, get STOMP’ed”

*= Travel charges will be added for distance training.